Great video marketing doesn’t follow a formula, feel stiff or sound promotional. It may be driven by a business agenda but the bottom line is… it’s compelling.
Furthermore, great video marketing does something that an article cannot.
Beyond the valuable information that it conveys, it captures the energy that defines your firm. There are vast possibilities to do this with video, given the dimensions of time, sound and light. If it’s well thought out, tied to goals and executed in a manner that does justice to the quality of your services, your video can deliver spirit.
Here’s how we can add value to the process:
Before we begin filming the video:
- Research the gaps in your market
- Develop specific goals for your campaign
- Develop an idea that pops from the clutter
- Structure the campaign length, duration and distribution
- Develop a loose “script”
- Practice on camera until it’s natural
- Film video
- Coach you on camera
- Control lighting, sound and background
- Provide wardrobe suggestions
- Provide feedback
- Edit and brand video
- Optimize video for search engines
- Provide business coaching to promote video online
- Track effectiveness of campaign
While lawyers, accountants, architects and other professionals will necessarily have restrictions and sensitivities about the way they use video to market their firms, that doesn’t mean that they’re confined to doing something dry and predictable.
Nobody is a captive audience. Video must go beyond informing and be compelling.
Told in an experiential manner, an engaging story about people, a documentary style series or a case study can be given lots of life. Even something playful or humorous that makes a point central to your firm’s vision could garner lots of positive attention. Spending a little more time developing the concept and planning its delivery will position you to go beyond having video for the sake of it and actually using it to get further ahead.
To discuss how we can work together to build and enhance your professional practice, contact us for an initial consultation, without fee or obligation, in the Greater Toronto Area (GTA) or via web conference anywhere in Canada.